A communication-based conceptual mapping of the supply chain and its link with corporate reputation

This exploratory qualitative study highlights communication support to supply chain management, emphasizing how relationships and processes are affected by communication flows and depicting the links among supply chain processes, communication and corporate reputation. Our study provides a preliminary communication mapping, emphasizing key stakeholders involved in supply chain management, communication roles enhancing logistics performances, and channels supporting information and physical flows among partners. It is based on a literature review, multidisciplinary academic meetings, interviews with supply chain directors of a global company operating in a reputation-sensitive environment, and desk analysis of company’s documentation. Findings offer a preliminary conceptual framework of communication along the supply chain, pointing out its primary role in identity management and image building, and its supporting role in strategic and operational activities, Findings reveal that communication acts as “cultural glue”, “trade-off and compensation”, “relationship development and maintenance”, and “alignment and integration” along the supply chain, fostering corporate reputation.